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- 1. THE EFFECTS OF CONTENTS ON BRAND TRUST IN SOCIAL MEDIA By PONGPHON CHAROENPITAKPORN STUDENT ID : 29719283
- 5. AGENDA • Abstract • Finding & Disciplinary Insights • Methodology • Expected Result
- 6. ABSTRACT • Purposes is to understand The Effects of Contents on Brand Trust in social media. • Everyone can be a content creator in just one click. • Consumers’ journey has been changed. • Social media is used as a tool. • Methodology : online survey and in-depth interview • It is expected to give brand and marketers some directions and suggestion about the trend of content in social media nowadays.
- 7. FINDING & DISCIPLINARY INSIGHTS • Consumers have become information seekers by searching detail about brand and product they intend to purchase nd spending more time to read contents • Branded generated contents have become fundamental whilst User- generated contents are more influential • Social media = hub of information
- 8. Source : We Are Social Singapore (2017
- 9. Source : We Are Social Singapore (2017
- 10. Source : We Are Social Singapore (2017
- 11. Source : We Are Social Singapore (2017
- 12. THE TWO DISCIPLINES DISCIPLINE 1 : CONTENT DISCIPLINE 2 : BRAND TRUST
- 13. DISCIPLINE 1 : CONTENT • Online review content impact sale • Positive one a higher revenue • Negative one more impact than positive one a lower sale performance • Once negative feedbacks occur brand is suggest to take action and not remain in silence. • Contents on Facebook, Youtube, Twitter have different characteristic.
- 14. DISCIPLINE 2 : BRAND TRUST • Brand Trust important factor which makes E-commerce exists • E-trust can be started by using media and spread word-of-mouth • Web community is another place to create positive engagement • External environment, demographics, personal characteristics, product characteristics, attitude towards online shopping, intention to shop online, online shopping decision making online purchasing, and lastly consumers’ satisfaction are 10 factors which show significant relationship among consumer attitudes, behavior, and online purchase intention
- 15. METHODOLOGY • Gather result by using both online survey and in-depth interview • Online Survey • Population : Asian people • Sample : 400 • In-Depth Interview
- 16. EXPECTED RESULT • It is expected to give brand and marketers some directions and suggestion about the trend of content in social media nowadays. • Here are some additional points which could be extend • Website development to increaser revenue • Develop brand website by adding product reviews section in order to allow real users to share their product experiences • Activity on website or social media channel encouraging users to share their experience and win the prize . This will help raise website/Fanpage engagement & also brand loyalty. • Study product reviews , understand consumers, use the word they mention the most to improve website/Fanpage • Develop website to improve website quality so that website will get high ranked in Search Engine Optimization (SEO)
- 17. REFERENCES • Business News Daily. (2017). Content Marketing: 4 Ways It's About to Change. [online] Available at: https://www.businessnewsdaily.com/6343-the-future-of- content-marketing.html [Accessed 19 Nov. 2017]. • Campbell, C., Pitt, L., Parent, M. and Berthon, P. (2011). Understanding Consumer Conversations Around Ads in a Web 2.0 World. Journal of Advertising, [online] 40(1), pp.87-102. Available at: http://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367400106 [Accessed 18 Oct. 2017]. • Chevalier, J. and Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), pp.345-354. Available at: http://journals.ama.org/doi/abs/10.1509/jmkr.43.3.345 [Accessed 17 Oct. 2017]. • Colorado National Guard Family Program (CONGFP). (2017). Military Apps! - Colorado National Guard Family Program (CONGFP). [online] Available at: http://congfamilyreadiness.net/assistance-by-topic/miltary-apps/ [Accessed 18 Nov. 2017]. • FuturePay. (2017). 3 Techniques to Build Customer Trust and Increase Sales - FuturePay. [online] Available at: https://futurepay.com/blog/3-techniques- build-customer-trust-increase-sales/ [Accessed 20 Nov. 2017].
- 18. REFERENCES • Ha, H. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), pp.329-342. Available at: https://doi.org/10.1108/10610420410554412 [Accessed 19 Oct. 2017]. • Li, N. and Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, pp.74-85. Available at: http://aisel.aisnet.org/amcis2002/74/?utm_source=aisel.aisnet.org%2Famcis2002%2F74 &utm_m edium=PDF&utm_campaign=PDFCoverPages [Accessed 19 Oct. 2017]. • Mathew, A. (2017). Leveraging the mobile app explosion. [online] The Hindu Business Line. Available at: http://www.thehindubusinessline.com/specials/new- manager/leveraging-the-mobile-app-explosion/article6101724.ece [Accessed 17 Nov. 2017]. • Smith, A., Fischer, E. and Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?. Journal of Interactive Marketing, 26(2), pp.102-113. Available at: http://www.sciencedirect.com/science/article/pii/S1094996812000059?via%3Dihub [Accessed 18 Oct. 2017]. • Van Noort, G. and Willemsen, L. (2012). Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand- generated Platforms. Journal of Interactive Marketing, 26(3), pp.131-140. Available at: http://www.sciencedirect.com/science/article/pii/S1094996811000600 [Accessed 17 Oct. 2017].
- 19. THANK YOU
Editor's Notes
- The purposes of this research is to understand The Effects of Contents on Brand Trust in social media. In digital age which everything can be spread and shared by one click and everyone can be a content creator. Consumers’ journey has been changed. They use social media more often, read contents published by both brand and real users as part of information in their product consideration phrase. Positive contents lead to higher brand trust and make brand become more interested. However, the negative feedbacks often lead to severe effects. Both online survey and in-depth interview are planned to use as methodology. It is expected to give brand and marketers some directions and suggestion about the trend of content in social media nowadays.
- Nowadays, consumers have become information seekers by searching detail about brand and product which they intend to purchase. They also spend more time to read contents. Thus, branded generated contents have become fundamental whilst User-generated contents from real users and beauty bloggers are more influential. Additionally, social media has become hub of information.
- In digital age, social media has become big part of our daily life. Hootsuit and We Are Social (2017) have reported that there are 2.7 billion active social media users.
- Annual growth in Asia-Pacific increases by 25% or 303 million compared to the previous year.
- Additionally, it can also be seen that ASEAN countries spend a lot of time on social media per day.
- Additionally, East Asia and South Asia are also listed in the top rank for internet users.
- There are two disciplines which could be used to describe The Effects of Contents on Brand Trust in social media. The first discipline is CONTENT and BRAND TRUST is the second discipline.
- With an ease and free of charge of Web 2.0, anyone can be a content creator. Chevalier and Mayzlin (2006) found out that either positive or negative online review about product quality had impact on sale. Moreover, the negative review from consumers had more impact on sale than the positive one. Additionally, customers are preferred to read and trust a text review than a statistic summary such as star rating or ranking because it expressed users satisfaction about products. It has been found by Van Noort ,and Willemsen (2012) that to response is the most effective way brands and companies should do to tackle negative word of mouth. It is a better way to solve the problem than keep remaining in silent. Additionally, brand should express its responsibility by showing its willingness to response with sympathy in order to gain back higher level of consumer satisfaction. Smith et al. (2012) studied characteristic of content in different social media sites. Facebook (a social network), YouTube (a content community), and Twitter (a microblogging site) are selected. It is found that content on YouTube are based on self-promotion. Users used content to impress actual information. Thus, brands should take this opportunity by using YouTube as content supporter to communicate with their targeted consumers. Next, Twitter is mainly focused on discussion and spread news. This can be both opportunities and threats for brands. For opportunity, the authors suggested that brands could use YouTube to circulate positive sentiment in order to increase brand awareness. On the other hand, brands should closely monitor negative sentiment on Twitter because it could destroy brand trust and brand value. Lastly, contents on Facebook are highlighted brand centric.
- Moving to the second discipline which is ‘Brand Trust’. It is mentioned that brand trust is the significant factor which makes e-commerce exists. Ha (2004) conducted a research in South Korea in 2002 to study how Web purchased-related factors which are security, privacy, brand name, word-of-mouth, good online experience, and lastly quality of information affected brand trust. It has been shown that brand name of a Web store has a strong correlation with perceived level of brand trust. E-trust begins when consumers were familiar with the brand. Therefore, brand should start to build E-trust by using media and spread word-of-mouth. Additionally, positive engagement can be spread by using web community. Li and Zhang (2002) concluded that there are ten factors which shown significant relationship among consumer attitudes, behavior, and online purchase intention. They are external environment, demographics, personal characteristics, product characteristics, attitude towards online shopping, intention to shop online, online shopping decision making online purchasing, and lastly consumers’ satisfaction. Factors mentioned can be separated into two groups which are dependent and independent variables. The decision-making stage is considered to be behavioral stage since consumers do not commit to purchase products yet.
- For methodology, both online survey and in-depth interview are planned to use. For the online survey part, Asian people is chosen to be the respondents ( around 400 people) since they are the majority of people who spent most of the times on social media. Additionally, in-depth interview will be used to gather information in some specific detail.
- It is expected to give brand and marketers some directions and suggestion about the trend of content in social media nowadays. Here are some additional points which could be extend Website development to increaser revenue Develop brand website by adding product reviews section in order to allow real users to share their product experiences Brand should also offer activity on website or social media channel encouraging users to share their experience and win the prize. This is one way of developing content and this will help raise website/Fanpage engagement & also brand loyalty. Brand should also study product reviews , understand consumers, use the word they mention the most to improve website/Fanpage. This could help when brand consider to do Search Engine Marketing (SEM). Lastly, it would be good to develop website to improve website quality by being mobile friendly and also mobile responsive so that brand website will get high ranked in Search Engine Optimization (SEO) which is an orgainic search result.